Content is King and Queen: Repurpose Content for an Evergreen Marketing Strategy
This article originally appeared on the siteoscope blog.
Content is king. Industry experts have been preaching this for ages. Create quality content and everything else will follow. But, what they don’t tell you right off the bat is that one piece of content can help you in so many ways.
Content is actually queen, if you think about it. Think of it as a chess piece. Content has different moves, which means different ways for you to win the SEO game and various avenues for more link juice and traffic. All you have to do is be creative and look at the forms of content that reap the best rewards.
Repurposing that single piece of high-quality content can be done in several ways. It’s like Thanksgiving turkey, with the leftovers repurposed the next day. The original turkey is tasty and filling, but it would be a shame to let what’s left of it go to waste. That well-researched article you just posted could be reworked into at least six other servings, each of them filling in their own way.
How do you repurpose content? Start with the following:
Make a Series of Guest Posts
This gives you not only one extra post, but as many as you can extract from one repurposed piece of content. And you can pitch it to several authoritative sites, each with a good pull on their audience. What will you get from this? Links on your author bio or somewhere in the body of the guest post that point back to your site.
Create SlideShare Presentations
SlideShare works for any type of business — industry experts agree on this. Neil Patel himself says that a business should not ignore SlideShare. It has over 60 million unique visitors; that’s 60 million opportunities for your website.
If you’re planning to repurpose your content with a SlideShare presentation, here’s what you need to do:
- Research. This is the easy part, considering all your information will come from your (well-researched) original content already.
- Create compelling slides. Don’t focus on text-based content. Just like that leftover turkey you want to serve, you should add a new flavor to your content to make it interesting. Use visuals that will support your content, so it’s not all text.
- Be a storyteller. People are visual creatures. More importantly, they love stories; they want meaning. Gather the data you have and tie each slide together with a good story.
- Add influencers. A good story wouldn’t be without its characters. Mention a popular figure or industry expert to hook your readers and make your content more credible. Readers always want to validate if what they’re reading is true, after all.
- Offer your unique value proposition. After you’ve set up your story, it’s time to give the readers the resolution. Mention what you can do to help them, and how uniquely you can do it.
Publish an eBook
The good thing about eBooks is that they collect information from various sources. Take all the data you had from your original article and present them in an eBook. It’s essentially like expounding on that story you had in your SlideShare presentation. Feel free to add and update information wherever and whenever possible. Use a title that sells your eBook immediately; remember these tips:
- Highlight the benefit your readers get from the eBook.
- Choose a title that delivers the right content you talk about in the eBook.
- Be creative! Imagination sells. It’s still a book, after all.
Release an Infographic
Back in 2013, Mashable has already posted about the rise of infographics, and the rise has just continued. Infographics sell and get attention. It’s information served in chunks just big enough for people to easily remember. The key is to sprinkle graphics and play with the facts to boost interest. Trim unnecessary words and focus on figures to drive the message across.
Use LinkedIn Pulse
Since its inception in 2014, LinkedIn’s Pulse has generated so much traffic that it’s now one of the top places to be if you want to publish content. Before you repurpose content on Pulse, make sure you choose a topic that’s different from the original content, and target a different set of keywords. With Pulse being an authority site, the link you get from it will take you places.
List a Roundup
This is a way for you to gather all the experts in the industry and collate what they have to say. Use your content’s topic as the roundup’s point of discussion. The best thing about this kind of content is that each of them has a name you want to be associated with in your industry. Target the right keywords and you might rank for their names, as well. You also reach new audiences in the form of each panelist’s following.
Content doesn’t get old. If you repurpose it, you can develop endless ways of serving it to your users. Whatever new form of content people enjoy, you can adapt your post to it.